Another great session organised by inSync and AIGA. __Nick Roope, POKE. Discussed the importance of trust with in this space. Customers need to trust and believe in the product. Looked at ways to engage the audience how interaction design needs to connect, interact emotionally with it’s audience. What’s in it for me? There is a need for products, designs to be genuine and real, the whole brand experience is important. The advertising can’t just be tagged on to the end if the product is rubbish, no matter how good the advertising is it won’t sell. Customers want to engage in the discussion, not to be talked at.__Case Studies: My space.com, globalrichlist.com__Mark Shillum, Bartle Bogle Hegarty. Has passive media run it’s course? Is rebranding a pointless exploitative exercise? Huge questions, Shillum argued that there’s need to get back to the Big Idea, the true focus of the company. Interactive design should be telling the story that is the fundamental root of the company. The Big Idea needs to be transcultural, true and resonant with the customer.___www.aiga.org